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Hook - The Consumer Engagement Blog

Paula Martin's avatar

Digital: Radio Without Limits

Radio is no longer limited to where you can find a receiver. Online radio is posting great growth. In 2011, 34% of Americans listened to online radio, and the estimate for 2012 is even greater at 39%--that's about 103 million Americans.

The average self-reported weekly time spent listening to online radio was over nine hours in 2011, and the estimate for 2012 will be closer to ten hours.

Arbitron and Edison Research have compiled The Infinite Dial 2012, Navigating Digital Platforms. See how radio plays well with others especially the internet and smartphones in this report http://bit.ly/MCVNbg

Paula Martin's avatar

Local Marketing Wins Greater ROI

National marketing may cut a high profile, but local market gets greater results. A majority (88%) of national brands allocate some budget to local markets. However, these brands expect a greater return on investment (ROI) on local dollars than national dollars.

Over half (63%) expected a 1.5 to 3 times return on their local advertising investment. Local marketing automation provider Balihoo studied what national brands are expecting from local market investments.

Read the great expectations in this eMarketer article http://bit.ly/LmVKCB

Paula Martin's avatar

The Digital Natives Are Restless

Digital Natives (those who grew up with mobile technology) switch media platforms every other minute (about 27 times per hour). Because of their use of multiple media platforms, they have less emotional engagement than Digital Immigrants (those introduced to mobile technology in their adult lives).

Digital Natives prefer texting people rather than talking with them (54%), whereas only 28% of Digital Immigrants prefer texting. Digital Natives take their mobile devises throughout the house with them (65%) and are rarely far from their smartphones.

Read more about the differences between the Digital Natives and Immigrants in this Time Inc. study http://bit.ly/L7rD3Q

Paula Martin's avatar

Polar Heat: Political Divisions Increase

Polarization is stronger than ever. American values and beliefs have polarized more than ever along political party lines in the past twenty-five years.

The value/belief gap between Democrats and Republicans is stronger than when first studied in 1987. The largest divide between political party supporters occurs over the scope and role of government. Pew Research Center has updated their survey 14 times since their initial project in 1987.

Covering attitudes on the government’s role and performance, the environment, business, labor, equal opportunity and other dimensions, this report gives a snapshot of the basic beliefs of Democrats, Republicans and Independent swing voters in the polarized climate. http://bit.ly/MITjZH

Paula Martin's avatar

Marketing That Hits the Mark...and Martha, too

Social Media, once thought to be only a flash in the pan, continues to play a significant role in marketing, but CMOs find that getting more "fans" does not necessarily mean engaged customers.

Simon Mainwaring, founder of We First, a social branding consulting group, contends that brands must change gears to celebrate the consumer, not the brand's products. Mainwaring gives the following strategy for engaging consumers:

  1. Define Your Brand's Core Values
  2. Get Buy-in from Your Corporate Leadership
  3. Employees also Resonate your Values
  4. Celebrate Your Customers
  5. Engage Consumers through Customer Service
Read the details on how to change your views of engagement through Social Media in this Ad Age article http://bit.ly/ijEvx4

Paula Martin's avatar

Motivating Moms and Moving Merchandise

Capturing the mom-market, often referred to as the buying power of America, remains extremely important to product and service providers. The easiest way to get your brand preferred by moms is to offer some type of incentive like a coupon or discount.

lucid marketing reports that 66% of moms would be more likely to prefer a brand to others if offered an incentive. Moms are more apt than the general population to cash in on coupons, deals or product samples. E-Marketer reports on how incentives can drive the mom-population to your products http://bit.ly/luBoyS

Paula Martin's avatar

Still, Moms Choose Traditional Media

Almost nine out of ten (86%) of moms listened to AM/FM radio last week. Recent research shows that while moms embrace social media, especially with smart phones, they continue to use traditional forms of media like radio.

Moms like to multitask and radio helps them accomplish that. Almost half (45%) of moms listen to radio while at work, and 66% of those tune in on a regular basis. Radio also reaches moms during critical times of the day (like prior to shopping).

Get the facts about today’s mom from this Arbitron and Edison Research study slideshow http://bit.ly/J6snGt

Paula Martin's avatar

Train Up a Child In the Way They Should Phone

Moms are sharing their smartphones and other technologies with their kids, some as young as one year old.

Moms use gadgets such as smartphones to keep their kids quiet and engaged. During car travel, DVD players and Nintendo DS have highest use, followed by smartphones. Moms now load up their phones with games and music selections specifically for their kids.

Marketers should keep in mind that moms don’t mind their kids dabbling in digital technology, but keeping the kids safe while engaged is still mom’s number one priority. eMarketer reports on this new babysitter http://bit.ly/L3iwfW

Paula Martin's avatar

Boomers: Caught In the Middle with Two

Boomers' uncertainty about their own financial futures continues to impact decision making. As they help pay the bills of their adult children and their aging parents, boomers are allocating discretionary income in different ways than just a few years ago.

Fewer boomers are saving for their retirement (19% fewer than in 2007). The study entitled “Money Across Generations” found that current economic times are tough on all generations. Over half of boomers are helping their aging parents in some way, and over half are providing financial assistance to their adult children.

Read more in this Radio Sales Today article http://bit.ly/KqbvLb

Paula Martin's avatar

Social Media Doesn't Yet Measure Up

Measuring the return on investment of a social campaign cannot always be done through traditional means such as click through rates.

Olivier Blanchard, author of Social Media ROI notes “There’s no way to actually calculate the relationship between a dollar investment in a particular activity and the number of likes”.

Media-equivalency equations don’t give a true measure of social media value. There are other areas to consider such as purchase-decisions influence, recommendations and building trust.

Read this Ad Age article to see what marketers should consider when dealing with social media success http://bit.ly/IT05fM

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